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THE OBJECTIVE

R71 is a brand extension to the already established, Starbucks Reserve. The main objective of the project was to create a new line of products exclusively for the roasteries. This new line was to be  accompanied by an ad campaign, whose primary goal was to heighten awareness of the brand, as well as increase foot traffic to all Reserve locations.

THE OBJECTIVE

R71 is a brand extension to the already established, Starbucks Reserve. The main objective of the project was to create a new line of products exclusively for the roasteries. This new line was to be  accompanied by an ad campaign, whose primary goal was to heighten awareness of the brand, as well as increase foot traffic to all Reserve locations.

THE OBJECTIVE

R71 is a brand extension to the already established, Starbucks Reserve. The main objective of the project was to create a new line of products exclusively for the roasteries. This new line was to be  accompanied by an ad campaign, whose primary goal was to heighten awareness of the brand, as well as increase foot traffic to all Reserve locations.

THE OBJECTIVE

R71 is a brand extension to the already established, Starbucks Reserve. The main objective of the project was to create a new line of products exclusively for the roasteries. This new line was to be  accompanied by an ad campaign, whose primary goal was to heighten awareness of the brand, as well as increase foot traffic to all Reserve locations.

THE OBJECTIVE

R71 is a brand extension to the already established, Starbucks Reserve. The main objective of the project was to create a new line of products exclusively for the roasteries. This new line was to be  accompanied by an ad campaign, whose primary goal was to heighten awareness of the brand, as well as increase foot traffic to all Reserve locations.

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Starbucks first opened its doors to Seattle in 1971. 2019 marks many milestones for Starbucks Reserve. This is a great opportunity to create a product that will celebrate the many accomplishments. This then led to the idea of creating a multi-phase campaign, whose purpose is to commemorate the anniversaries of the roasteries. While R71 is a brand extension of Starbucks Reserve, the product still pays homage to its roots--creating a synergy between Starbucks and Starbucks Reserve.

Starbucks first opened its doors to Seattle in 1971. 2019 marks many milestones for Starbucks Reserve. This is a great opportunity to create a product that will celebrate the many accomplishments. This then led to the idea of creating a multi-phase campaign, whose purpose is to commemorate the anniversaries of the roasteries. While R71 is a brand extension of Starbucks Reserve, the product still pays homage to its roots--creating a synergy between Starbucks and Starbucks Reserve.

Starbucks first opened its doors to Seattle in 1971. 2019 marks many milestones for Starbucks Reserve. This is a great opportunity to create a product that will celebrate the many accomplishments. This then led to the idea of creating a multi-phase campaign, whose purpose is to commemorate the anniversaries of the roasteries. While R71 is a brand extension of Starbucks Reserve, the product still pays homage to its roots--creating a synergy between Starbucks and Starbucks Reserve.

Starbucks first opened its doors to Seattle in 1971. 2019 marks many milestones for Starbucks Reserve. This is a great opportunity to create a product that will celebrate the many accomplishments. This then led to the idea of creating a multi-phase campaign, whose purpose is to commemorate the anniversaries of the roasteries. While R71 is a brand extension of Starbucks Reserve, the product still pays homage to its roots--creating a synergy between Starbucks and Starbucks Reserve.

Starbucks first opened its doors to Seattle in 1971. 2019 marks many milestones for Starbucks Reserve. This is a great opportunity to create a product that will celebrate the many accomplishments. This then led to the idea of creating a multi-phase campaign, whose purpose is to commemorate the anniversaries of the roasteries. While R71 is a brand extension of Starbucks Reserve, the product still pays homage to its roots--creating a synergy between Starbucks and Starbucks Reserve.

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The journey of R71 began with researching the brand itself--Starbucks Reserve--in an attempt to fully grasp the company’s identity. Curating the language of the brand was crucial to developing the product line. Because copper is used as a focal point in the roasteries, It was apparent that it was going to be the epicenter of the brand. Starbucks Reserve relies on subdued tones and texture, in other words: refined elevated industrial design.

The journey of R71 began with researching the brand itself--Starbucks Reserve--in an attempt to fully grasp the company’s identity. Curating the language of the brand was crucial to developing the product line. Because copper is used as a focal point in the roasteries, It was apparent that it was going to be the epicenter of the brand. Starbucks Reserve relies on subdued tones and texture, in other words: refined elevated industrial design.

The journey of R71 began with researching the brand itself--Starbucks Reserve--in an attempt to fully grasp the company’s identity. Curating the language of the brand was crucial to developing the product line. Because copper is used as a focal point in the roasteries, It was apparent that it was going to be the epicenter of the brand. Starbucks Reserve relies on subdued tones and texture, in other words: refined elevated industrial design.

The journey of R71 began with researching the brand itself--Starbucks Reserve--in an attempt to fully grasp the company’s identity. Curating the language of the brand was crucial to developing the product line. Because copper is used as a focal point in the roasteries, It was apparent that it was going to be the epicenter of the brand. Starbucks Reserve relies on subdued tones and texture, in other words: refined elevated industrial design.

Utilizing this research, R71 was created with the synergy of Starbucks and Starbucks Reserve combined. Updating products familiar to frequent starbucks consumers, while introducing a new experience that Starbucks Reserve offers. This new line of products consist of three different flavors to commemorate the three anniversaries of the flagship reserves (Seattle, New York, Milan). All spirits will have aromas and notes of particular Starbucks roasts. The product launch dates correspond with the anniversaries of the roasteries.

Utilizing this research, R71 was created with the synergy of Starbucks and Starbucks Reserve combined. Updating products familiar to frequent starbucks consumers, while introducing a new experience that Starbucks Reserve offers. This new line of products consist of three different flavors to commemorate the three anniversaries of the flagship reserves (Seattle, New York, Milan). All spirits will have aromas and notes of particular Starbucks roasts. The product launch dates correspond with the anniversaries of the roasteries.

Utilizing this research, R71 was created with the synergy of Starbucks and Starbucks Reserve combined. Updating products familiar to frequent starbucks consumers, while introducing a new experience that Starbucks Reserve offers. This new line of products consist of three different flavors to commemorate the three anniversaries of the flagship reserves (Seattle, New York, Milan). All spirits will have aromas and notes of particular Starbucks roasts. The product launch dates correspond with the anniversaries of the roasteries.

Utilizing this research, R71 was created with the synergy of Starbucks and Starbucks Reserve combined. Updating products familiar to frequent starbucks consumers, while introducing a new experience that Starbucks Reserve offers. This new line of products consist of three different flavors to commemorate the three anniversaries of the flagship reserves (Seattle, New York, Milan). All spirits will have aromas and notes of particular Starbucks roasts. The product launch dates correspond with the anniversaries of the roasteries.

Utilizing this research, R71 was created with the synergy of Starbucks and Starbucks Reserve combined. Updating products familiar to frequent starbucks consumers, while introducing a new experience that Starbucks Reserve offers. This new line of products consist of three different flavors to commemorate the three anniversaries of the flagship reserves (Seattle, New York, Milan). All spirits will have aromas and notes of particular Starbucks roasts. The product launch dates correspond with the anniversaries of the roasteries.

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